PENGARUH BRAND CORPORATE DAN BRAND IMAGE TERHADAP KEPUTUSAN KONSUMEN MENJADI NASABAH KREDIT PEMILIKAN RUMAH (KPR) BANK TABUNGAN NEGARA

Feri Suheri Harta Sasmita, . (2024) PENGARUH BRAND CORPORATE DAN BRAND IMAGE TERHADAP KEPUTUSAN KONSUMEN MENJADI NASABAH KREDIT PEMILIKAN RUMAH (KPR) BANK TABUNGAN NEGARA. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study analyzes the impact of corporate brand and brand image on the purchasing decisions of Bank Tabungan Negara's (BTN) Home Ownership Loan (KPR) products using the SmartPLS 3.2.9 method. The results indicate that both corporate brand and brand image significantly influence purchasing decisions. Corporate brand contributes directly and also influences through brand image. The research, based on 110 respondents who completed the questionnaire, provides in-depth insights into the factors affecting consumer decisions in choosing BTN's KPR products. These findings highlight the importance of building and managing a strong corporate brand and brand image to enhance product attractiveness in the market.

Item Type: Thesis (Tesis)
Additional Information: [No.Panggil: 2110121039] [Pembimbing: Alfatih S Manggabarani] [Penguji 1: Maria Assumpta Wikantari] [Penguji 2: Prasetyo Hadi]
Uncontrolled Keywords: Corporate Brand, Brand Image, Purchase Decision, Home Ownership Credit (KPR), Bank Tabungan Negara (BTN)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: Feri suheri harta sasmita, SE
Date Deposited: 19 Mar 2024 02:37
Last Modified: 19 Mar 2024 02:37
URI: http://repository.upnvj.ac.id/id/eprint/28174

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